Purchasing behavior of cosmetics brand among the young Dayak executives ladies / Dellailah Grace Vincent

This study examined consumer’s purchasing behavior, focusing on the difference between held for western and eastern product by young Dayak executive’s (Iban and Bidayuh) in Kuching area and their comparison between Mustika Ratu and L’Oreal cosmetics. It also examines consumer ethnocentric tendencies , finding very low levels of ethnocentric among respondents and results indicate had no effect on brand preference purchase intention. Nowadays, you can hardly find any unbranded products. Since branding has become so important that marketers need to consider several key branding decisions. Brands exist among the customers’ cognitive structure as images through labeling, advertising and packaging. A brand is a name, term, symbol, design, sign or a combination ofthese features intended to identify the goods or services of a seller and to differentiate them from those of their competitors. Brands have become very important to consumers and retailers that consumers would go to another store ifthe brands they were looking for were not available at the first place